An Integrative Approach to Innovation Management: Patterns by Nicolas Zacharias

Nicole Zacharias identifies 4 varieties of innovation orientation and exhibits that the main cutting edge businesses are financially now not the main winning. moreover, he investigates optimistic and detrimental buyer responses to various dimensions of innovativeness in addition to contingencies that may modify those linkages.

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Another interesting approach identifies the typical patterns of a broad set of antecedents (Hauser/Tellis/Griffin 2006) and then considers the various pathways to innovativeness in terms of their performance implications. Both approaches are valuable, yet they reveal important findings related to different aspects of innovativeness: The first identifies the most important innovation drivers, whereas the second explores whether typical patterns exist and how they differ in terms of their resultant innovativeness.

Configuration and boundary theory also indicate that internal arrangements, environmental uncertainty, and boundary-spanning activities are relevant dimensions for understanding companies’ innovation orientation. Furthermore, configuration theory predicts different patterns of innovation orientation that comprise the three dimensions. Specifically, the configuration variables reflecting the three dimensions may display different levels in a particular pattern. Thus, we hypothesize: H1: Companies exhibit different patterns of innovation orientation that comprise internal arrangements, environmental uncertainty, and boundary-spanning activities.

Both approaches are valuable, yet they reveal important findings related to different aspects of innovativeness: The first identifies the most important innovation drivers, whereas the second explores whether typical patterns exist and how they differ in terms of their resultant innovativeness. Thus, research on antecedents of innovativeness has provided substantial contributions, yet knowledge about typical patterns of innovation drivers that actually characterize companies in terms of their approaches to attain innovativeness is scarce.